Consumer tracking research validates communications strategy and confirms industry status
The latest wave of consumer tracking research shows an increase in the number of respondents who prefer wood – and also confirms the forest and wood products industry’s reliability as a source of environmental information.
Analysis of the data has shown sharp drops in reliability for the concrete, brick and steel industries as a source of environmental information. The forest and wood products industry remains one of the most reliable sources of environmental information (63%), alongside environmental groups (66%). Results also showed significant increases in the intentions to use wood, people’s love of wood and positive attitudes towards wood. For example; love of wood has increased from 79% to 85% and the proportion of people who claim they would always/would be likely to choose wood over other materials has also increased from 57% to 62%.